Adweek 2018 International Agency Of The Year Rosapark

Bringing The Feels For Clients And Audiences Alike.

- Erik Oster

A woman walks home with her hands full of grocery bags, when suddenly something goes terribly wrong. Somehow “The Worst Song in the World” has found its way onto her playlist and she is powerless to stop it. An earworm that actually earns the nightmarish image conjured by that phrase, the song progresses through a series of genre clichés until she’s finally able to rip off her headphones.

For the founders of Paris agency Rosapark, Adweek’s International Agency of the Year, the spot—for grocery chain Monoprix, promoting a service allowing customers to shop in-store and have groceries delivered— was a highlight of 2018, and they’ve got a Cannes silver Lion to prove it.

“We know how to have great emotional connections with clients,” Rosapark CCO Gilles Fichteberg says. The agency tries to connect with clients “as if we were part of their brand,” rooting insights in a deep understanding of their business. “We are trying to solve everything with them.”

This empathetic approach is also vividly on display in the ad “Ugly in the ’90s,” which humorously points out that it’s as unfair to judge Czech automaker Škoda by its unfavorable 1990s-era reputation as it would be to judge you based on how you looked in that decade.